Customer Experience Matrix

AUGUST 29, 2013

But if you’re a marketer needing to identify and score B2B prospects, you’d still want to give them a look. I bring this up because a colleague suggested reconsider classifying LeadSpace as a CDP, which prompted me to learn more about them. - LeadSpace does build lead scores, something its Web site doesn’t reflect.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JUNE 27, 2014

This model can score new leads and classify existing opportunities in the sales pipeline. Not surprisingly, the company’s Salesforce connector is very efficient, automatically pulling down leads, contacts, accounts, and opportunities through the Salesforce API and feeding them into the modeling system.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 14, 2014

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some vendors only rank leads while others build multiple models for different purposes. • This correlates to some degree with market presence.

Lead Ranking 120

Lead Ranking Work Management Marketing Management Lead Scoring 120

Customer Experience Matrix

NOVEMBER 15, 2013

This is an enticingly huge market for marketing automation vendors, and one that seems largely untapped. The largest marketing automation vendor in the segment, Infusionsoft , has under 20,000 clients. Many small businesses do their marketing through CRM, email, and search advertising. according to Manta.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 1, 2011

My colleague Michael Darviche covered the LEAD Marketing Conference in Chicago last week. The Shopper Technology Institute's LEAD Marketing Conference offered telling insights to where it all goes next. Well, actually it has been here for the past 4-5 years in lead generation, and in banner advertising too.

Conference 120

Conference Mobile Advertising Lead Scoring Lead Ranking 120

Customer Experience Matrix

FEBRUARY 21, 2014

That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included. This is a major extension beyond traditional marketing automation, which works mostly through email to known prospects. Other partners will be added over time.

DemandBase 120

DemandBase Advertising Agencies Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

AUGUST 23, 2012

final installment in my series of posts on leaders in the different B2B marketing automation sectors, as determined by the ratings in our VEST report. This covers a broad range of marketing users with widely varied needs. Most require the full set of marketing automation functions but apply these in simple ways.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

SEPTEMBER 8, 2017

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. That’s not surprising, since retailers have always been among the data-driven marketers. B2B marketers have definitely been slow to pick up on CDPs, which may seem surprising given their frenzied adoption of other martech.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Customer Experience Matrix

NOVEMBER 18, 2018

Confirming the worst stereotypes of marketers as cynical hucksters, the press release promotes its mission with the argument that “purpose-led brands grow two to three times faster than their competitors.” The ANA’s grasp of causation may be no stronger than its sense of morality, but there’s no question it's in tune with the marketing herd.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

FEBRUARY 1, 2010

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. I say “almost” only because Unica seems to intend to link search click-throughs to a traditional marketing database.)

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

AUGUST 4, 2009

The folks at Marketo have always recognized that they can only succeed if more marketers learn the basics of demand generation. Their latest contribution is The Definitive Guide to Lead Nurturing , a 38-page workbook that may not quite live up to its ambitious title but certainly gives a good overview of the subject.

Lead Nurturing 120

Lead Nurturing Marketo Leads Lead 120

Customer Experience Matrix

MAY 5, 2016

Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

APRIL 14, 2012

This included a full revamp of its customer interface, a new campaign builder and shopping cart, and new capabilities for Web analytics, lead scoring, and lead source reporting. Lead scoring (nicely executed), Web analytics, and lead source reporting all fill major gaps in the product. Infusionsoft still has a ways to go.

Lead Scoring 120

Lead Scoring Lead Ranking Analytics Campaigns 120

Customer Experience Matrix

AUGUST 13, 2013

As I noted in a post last year , there is a universe of specialized marketing automation systems for companies that sell through channel partners. Here are two more vendors with related offerings: NitroMojo focuses primarily on lead distribution and tracking. did they eventually buy? is there someone else at their company to talk to?

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 20, 2009

Summary: Active Conversion helps marketing and sales departments make the best use of leads they’ve generated outside the system. But while this cycle is simple, the actual boundaries of business marketing are not so clearly marked. Leads can enter from channels other than email. That’s just my problem as an analyst.

Active Conversion 120

Active Conversion Lead Scoring Lead Ranking Lead Management 120

Customer Experience Matrix

JANUARY 23, 2017

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. How none of us has aged a day is a mystery we shan't discuss.

Account Based Marketing 120

Account Based Marketing Planning B2B Thought Leadership ABM 120

Customer Experience Matrix

MAY 17, 2016

I’ll be joining an all-star cast of Account Based Marketing experts when the FlipMyFunnel Festival visits Austin on June 7. My own talk, not surprisingly, will be about the technology behind ABM – or, more precisely, how to build an ABM marketing technology stack. You can register here – it’s free.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

FEBRUARY 18, 2018

It will also raise consumers' awareness of their data and their rights, which should lead to better quality customer information as consumers feel more confident that data they provide will be handled properly. These results suggest there’s a segment of privacy-focused consumers who would value a privacy-centric marketing approach.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

JUNE 19, 2015

The only real question about free, open source marketing automation from Mautic is what took so long. The core features of B2B marketing automation have been well understood for nearly ten years and prices have been dropping steadily for about the same time. But pricing will remain well below standard marketing automation products.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

NOVEMBER 16, 2014

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Happily, both obstacles can be overcome through good marketing. hushly lead identification marketing automation privacy prospect databases'

Marketing Automation Services 120

Marketing Automation Services Market2Lead Salesforce.com Privacy 120

Customer Experience Matrix

JUNE 22, 2016

Research sponsored by the Raab Associates Institute has recently uncovered the earliest known marketing technology – a cave painting that promotes a local barbecue restaurant. Stone age marketers could invest with little risk that their tools would become obsolete. Today’s marketing technologists don’t have that luxury.

Webinar Metrics 120

Webinar Metrics Planning Paper Mobile Marketing 120

Customer Experience Matrix

OCTOBER 10, 2012

I originally saw SetLogik as a tool to associate marketing leads with sales opportunities, even when they are not connected directly within Salesforce.com. That’s important in itself, since those missing links are the greatest obstacle to showing the value of B2B marketing efforts through revenue attribution.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

MARCH 11, 2017

One of my favorite factoids comes from a Computerworld survey in which IT managers placed marketing technologies at 20th of 28 items on their priority list. But the disconnect between corporate IT and marketing technologists could be more than simply amusing. This also reduces marketing autonomy. Maybe both.

Enterprise Management 149

Enterprise Management Marketing Management Marketing Proposals Paper 149

Customer Experience Matrix

JULY 10, 2012

Last week’s post on lead scoring attracted more positive attention than I expected. This was doubly surprising because first, I didn’t think lead scoring was such a hot topic and second, I don’t really agree with the approaches I described. The approach was using lead scoring as a way to define lead stages.

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

FEBRUARY 13, 2014

The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Taken together, these provide a clearer picture than usual of the state of marketing automation. The reason is selection bias: most surveys are answered by people who are actively engaged in marketing automation.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MAY 24, 2016

Moreover, operational source systems often don’t keep old versions of important data that changes over time (such as lead scores or contract expiration dates), making historical analysis difficult if that data isn’t stored elsewhere. Interruptive” messages like display advertising and most marketing emails are already easy to ignore.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. That''s theme number three.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

OCTOBER 29, 2015

It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing. And since the essence of the CDP concept is letting marketers build the customer database for themselves, Openprise arguably provides the most important part of a CDP solution. Openprise falls roughly into this second category.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

JANUARY 31, 2010

Summary: Aprimo Marketing Studio offers powerful features in an on-demand system for sophisticated business and consumer marketers. When I wrote about Aprimo Marketing Studio in a post last August , I was impressed by the scope of the product but reserved judgment because it hadn’t yet been launched. You know who you are.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

NOVEMBER 14, 2016

The big news was a free version of HubSpot’s core marketing platform, joining free versions already available of its CRM and Sales systems. (In HubSpot’s tool helps marketers find the best topics to try to dominate with their content. This will be very valuable for marketers unfamiliar with the new search optimization methods.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

JANUARY 22, 2014

I’ve been gearing up for the next edition of our VEST report on B2B marketing automation systems, which involves catching up with established vendors and chasing down some new ones. nurture campaigns), and share leads with a CRM system like Salesforce.com. Leadsberry is among the oldest of these systems, launched in July 2012.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

JANUARY 5, 2016

The next question was coverage by the sites of marketing technology. Every site except TrustRadius covered a broad range of business software from accounting to human resources to supply chain as well as CRM and marketing. I sampled leading marketing automation vendors for different sized companies.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

OCTOBER 20, 2016

The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 19, 2010

Summary: Alsa Marketing is a late entry to small business marketing automation. It’s harder every day for a new company to enter the business-to-business marketing automation industry. The vendor argues that this removes a critical roadblock for many marketers, who have trouble building such workflows on their own.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. Yes, there’s continued growth in various aspects of social media marketing and in mobile-friendly content creation. mid-market leadership may be up for grabs.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

FEBRUARY 25, 2015

I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak. But I also had in mind another system I had just seen, MDCDOT , which gives marketing automation functions to sales people. That''s pendulum swinging with a vengeance.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Marketing Funnels Marketing Automation 120

Customer Experience Matrix

APRIL 30, 2015

A recent piece in TechCrunch quoted me as saying that “almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software.” This lead to enough questions about the data that it now seems worth a blog post on the topic. Answers came from 159 marketing automation users.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Salesforce.com 120